<!doctype html>
<html lang='en' ng-app='app'>
  <head>
    <title>Hi</title>
    <script src="https://ajax.googleapis.com/ajax/libs/angularjs/1.0.8/angular.min.js"></script>
  </head>
  <body>
    <div hello>Bob</div>
<script>
  var appModule = angular.module('app', []);
  appModule.directive('hello', function() {
    return {
      template: '<div>Hi there <span ng-transclude></span></div>',
      transclude: true,
      replace: true
    };
  });
</script>
  </body>
</html>